Parents need to know that this animated adaptation of Dr. Seuss' beloved tale of THE LORAX is age-appropriate for younger kids; there's little scary stuff, and the pro-environmental message is a positive one. The main issue here is really the movie's huge number of consumerist tie-ins -- at least 70 different marketing promotions. For an anti-materialism story to advertise so many products to kids and their parents sends a particularly confusing message. Still, the movie itself -- like the original story -- promotes conservation and protecting the environment. Kids will leave the film wanting to do more to help the natural world ... too bad that take-away will be diluted by the onslaught of available merchandise with the Lorax's bright-orange image on it.

Families can talk about The Lorax's messages. What does it want viewers to take away from the story? What are some ways that parents and kids can make a difference to the environment?

What made kids want to see this movie -- the story or all the product tie-ins? Do kids want a product because The Lorax is on it? How do kids feel about the fact that one of their favorite characters is being used to sell products that might not be good for the Earth?

What are your favorite Dr. Seuss stories? Which ones were best translated into movies? Are there any other Dr. Seuss books you'd like to see adapted?

The good stuff

Educational value: The Lorax teaches a valuable lesson about the importance of the natural world and protecting natural resources. The idea of "unless" is pivotal to the story -- that Earth will continue to be polluted and destroyed "unless" people like Ted and Audrey stand up for it.

Messages: Like the book, the movie promotes an environmental message about conservation. It also suggests the danger of giving into materialistic impulses that can damage the environment. The movie will make kids think about where their stuff comes from, whether having too much stuff is a good thing, and what the consequences of their actions might be. Unfortunately kids may be confused by these positive messages once they realize how many product tie-ins are associated with the movie (see "Consumerism" section).

Role models: At first Ted is driven purely by his feelings for Audrey, but then he decides to learn the story of the Lorax and the Truffula trees for himself and to help his entire town; ultimately he turns out to be a brave guy who stands up for what's right. The Once-ler redeems the greedy acts of his past. Audrey and Grandma subvert the conventional idea that having plastic trees -- plastic everything -- is better than real nature. On the negative side, the Once-ler breaks his promise and allows his family to convince him to chop down all the trees to make a profit.

What to watch for

Violence and scariness: The Once-ler employs a huge machine attached to axes to chop down the Truffula trees. At one point, the Once-ler and a baby Barbaloot are floating on a mattress toward a waterfall, but neither is injured. A few characters are hit in the face with various objects (marshmallows, a hammer), but there's no lasting harm.

Sexy stuff: Ted has a crush on Audrey; at the end of the movie, they share a brief kiss. He also imagines kissing her earlier in the film.

Language: Language includes "stupid" and "dumb."

Consumerism: Although the film (and story) itself espouses the same ecologically friendly themes as Dr. Seuss' book, the studio has agreed to more than 70 merchandise tie-ins, from the standard stuffed animals and figurines to the more egregious IHOP pancake platter and Mazda SUV promotions (the latter has included school events in which kids are urged to ask their parents to test-drive the vehicle). Many social critics have slammed the studio for taking Seuss' anti-consumerist message and turning it into an opportunity for the Lorax to promote various products.

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